In the ever-evolving digital world, there are as many opportunities as challenges. For brands striving to compete and grow, capturing and retaining customer attention gets harder and harder. This is where animated product visuals emerge as a game-changer in marketing strategies.
By offering a dynamic and immersive experience that static images or written descriptions simply cannot replicate, animated visuals bring business marketing capabilities to a new level. Over 91% of customers prefer content with images and videos over text-only content.
So, understanding what animated product visuals entail and how to use them in marketing campaigns is crucial for marketers looking to stay at the forefront of cutting-edge advertising techniques.
Types of Animated Product Visuals
Animated product visuals refer to dynamic and interactive graphical representations of a product, created through the use of animation techniques. These visuals can include a wide range of formats, such as videos, GIFs, 3D renderings, and interactive simulations. Unlike static images or text descriptions, animated product visuals have the unique ability to convey movement, functionality, and key features of a product in a captivating and engaging manner.
There are a few key types of animated product visuals businesses can use in their marketing strategies depending on their final goal, current position in the market, and the industry they operate.
It’s a powerful tool for conveying complex information about a product in a concise and engaging manner. These videos typically use animation to break down intricate concepts, showcase product features, and demonstrate how the product addresses a specific need or problem. Through a combination of visuals, narration, and often, on-screen text, they offer a clear and compelling overview of a product’s value proposition.
One of the key advantages of explainer videos is their versatility. They can be used in various stages of the customer journey, from generating initial interest to providing in-depth knowledge. Additionally, such visuals can be tailored to different target audiences, allowing companies to effectively communicate with diverse customer segments.
Product Demos and Tutorials
This type of visuals provides a hands-on experience for potential customers, allowing them to see the product in action. Through animation, brands can showcase the functionality, features, and benefits of their product in a controlled and visually appealing environment. Such videos can include step-by-step guides, interactive simulations, or virtual walk-throughs.
By providing a realistic and interactive demonstration, companies can address potential customer doubts or questions, building trust and confidence in the product, and increasing the likelihood of conversion. Moreover, tutorials can serve as valuable resources for existing customers, helping them maximize the value they derive from the purchase.
GIFs and Short Animations
These are brief, looping visual sequences that capture attention and convey information in a concise and dynamic format. They are highly effective in social media marketing and email campaigns, where brevity and visual impact are of the utmost importance. GIFs can highlight specific product features, showcase before-and-after scenarios, or create a sense of excitement and anticipation.
Thanks to their compact size and engaging nature, short-form animations have a high potential for going viral. They are easily shareable and quickly grab the viewer’s attention, making them an efficient asset for campaigns aiming to increase brand visibility and awareness.
Offering a heightened level of engagement, these visuals allow users to actively interact with the product. One prominent example is the use of 360-degree views, which enable users to rotate and examine a product from all angles. This immersive experience provides a deeper understanding of the product’s form, features, and details.
Interactive visuals work great for products with intricate designs or unique selling points that may not be fully appreciated through static images. By empowering users to explore the product themselves, brands create a more personalized and memorable interaction, which can impact purchase decisions.
Advantages of Using Animated Product Visuals
This type of product representation has a lot to offer to modern marketing campaigns heavily dependent on and driven by digital tools and technologies. Its benefits extend beyond mere aesthetics, actively contributing to improved engagement, comprehension, conversion rates, and brand differentiation.
Increased Customer Engagement and Attention
Animated product representations have the ability to captivate and retain audience attention. The dynamic and visually stimulating nature of animations draws the eye and encourages viewers to focus on the content. Animations boast the power to convey complex information in an easily digestible and entertaining format. Increased engagement is crucial in a digital landscape where the average attention span is limited.
What’s more, the movement and interactivity inherent in animations create a more immersive experience, not only leading to longer viewing times but also enhancing the likelihood of the viewer retaining the info presented. As a result, such visuals serve as an effective tool for conveying key product details and features in a memorable and impactful way.
Improved Product Understanding
One of the primary challenges in online shopping is providing potential customers with a comprehensive understanding of a product’s functionalities and fortes. Animated visuals excel in overcoming this hurdle. Through animation, companies can reveal their propositions to the full and show them from the best perspective by demonstrating how they work in real-world scenarios and highlighting their unique selling points.
For example, an animated demonstration of a complex machinery’s operation can make it far more comprehensible than a static diagram or textual explanation. This enhanced understanding instills confidence in potential buyers, reducing uncertainties and increasing the likelihood of a purchase.
Higher Conversion Rates
The final goal of any marketing effort is to drive conversions, and animated visuals are a potent tool for achieving this objective. Studies consistently show that websites and landing pages featuring animated content tend to have 80% higher conversion rates. This can be attributed to the persuasive power of visuals in influencing buying decisions.
Animated visuals can be strategically placed throughout the buyer’s journey, from initial product discovery to the final point of conversion. For instance, an engaging explainer video on a product page can provide the extra push needed to convince a prospect to make a purchase. By thoughtfully incorporating animations, companies can create a seamless and persuasive conversion path for their audience.
Brand Differentiation and Recognition
In a crowded marketplace, standing out from the competition is imperative. Yet, it’s easier said than done. By investing in high-quality, customized animations, though, companies can create a distinct visual identity that sets them apart from competitors. Consistent use of such visuals also reinforces brand recognition, making it easier for consumers to recall and associate the brand with specific products, services, or solutions.
Additionally, the creativity and innovation demonstrated through animations positively impact the brand’s image. It signals a commitment to providing a cutting-edge and engaging user experience, which can enhance brand perception and loyalty.
How to Create Effective Animated Product Visuals: Best Practices
While there is no one-size-fits-all formula for creating catchy product representations that sell, there are common practices that will help marketers make animations appropriate to their niche and effective for their particular campaigns. By adhering to these practices, you can churn animated product visuals that not only captivate your audience but also effectively convey your brand message and drive desired actions.
Know Your Target Audience
Before diving into the creative process, get a deep understanding of your target audience first. This involves researching and analyzing their demographics, preferences, behavior patterns, and pain points. Knowing your audience intimately, you can tailor your visuals to resonate with their specific needs and desires.
Consider such factors as age, gender, geographic location, interests, and purchasing habits. This information will guide your decisions on the tone, style, and messaging of your animations. Thus, a tech-savvy, younger audience might respond well to dynamic, fast-paced animations, while an older demographic might prefer more straightforward and informative visuals.
Pick the Right Style
The choice of animation can make a huge difference in how you convey your message and connect with your projects. Different styles evoke different emotions and have varying degrees of formality. 2D animations are often perceived as approachable and friendly, making them suitable for consumer products. On the other hand, 3D animations lend a sense of realism and sophistication, making them ideal for showcasing complex or high-end solutions.
Consider the nature of your product and the emotions you want to evoke in your audience. Besides, ensure that the chosen style aligns with your brand identity and matches your target demographic. Consistency in animation style across your marketing collateral helps in establishing a cohesive visual language that reinforces your brand’s message.
Add Branding Elements
Your animated product representations should be instantly recognizable and maintain a strong brand presence. Incorporate key branding components such as logos, color schemes, typography, and visual motifs into your visuals. These elements serve as visual cues that link your animations to your brand, reinforcing brand recall and identity.
Thus, if your brand is known for its distinctive color palette, make sure to harmoniously integrate these colors into your visuals. Similarly, use consistent typography that aligns with your brand’s voice and message. Cohesive branding will help set up a unified and memorable brand experience for your audience.
Maintain Consistency Across Channels
In today’s multi-channel marketing landscape, you should ensure that your animated representations maintain consistency across all platforms and touchpoints. Whether it’s your website, social media profiles, email campaigns, or offline marketing materials, the look and feel of your animations should remain well-aligned and coherent.
This consistency builds trust and reinforces brand recognition. When customers encounter your visuals across various channels, they should immediately associate them with your brand. This not only helps in establishing a strong brand identity but also strengthens the professionalism and credibility of your marketing efforts.
Creating Animated Product Visuals: Outsourcing vs In-House Production
Deciding between outsourcing animation production and keeping it in-house is a critical consideration. While some brands rely on internal teams using specialized animation software and platforms, others prefer to delegate this task to professional agencies like XO3D. Each option, though, comes with its own set of advantages. Your choice will be largely determined by your specific animation needs, the level of expertise of your team, and compatibility with other tools in your workflow.
External animation studios have professional skills and experience in producing high-quality animations. Caring for their reputation and market image, they maintain a high level of expertise and catch up with recent industry trends and innovations.
Depending on the project, outsourcing can sometimes be more cost-effective, especially for one-time or specialized animations. Besides, professionals can deliver quality results and complete projects faster due to their expertise and dedicated resources. So, in the end, you can save yourself both funds and time.
Having an in-house team allows for direct oversight and control over the entire animation process, ensuring it fully aligns with your brand’s vision and expectations.
With an in-house team on your side, you make a long-term investment that will consistently pay off and set up a sustainable resource for ongoing animation needs.
Finally, in-house teams can quickly adapt to changing project requirements and collaborate closely with other departments. It’s beneficial for high-scale marketing campaigns and building long-term strategies while efficiently delivering to short-term objectives.
Successful Marketing Campaigns Using Animated Product Visuals
To better understand the power of animations and what an impactful and versatile marketing tool they could be, let’s overview a few real-life examples of bigger names successfully implementing this tool in their marketing strategies.
Dropbox’s Explainer Video: “Your Files, Anywhere”
A cloud-based file storage service launched an iconic animated explainer video in 2009. Created by animation studio Common Craft, it effectively demonstrated how the service simplifies file sharing and synchronization. The animation used simple, relatable characters and scenarios to make an intricate concept easy to understand. The video quickly went viral, garnering millions of views and significantly boosting Dropbox’s user base. Also, in order to increase sales, this company used the services of a personalization website is a game-changer. Due to the sum of these two factors, this company is now very successful and popular.
Google’s “Search On” 2020 Event
The company utilized animated visuals to convey the power of its search engine in understanding complex and nuanced queries. Through a combination of animation and real-world examples, Google demonstrated how their technology is capable of providing accurate and relevant search results. The animation served as an effective medium to showcase the sophistication of their algorithms and their commitment to user satisfaction.
Airbnb’s “Made Possible by Hosts”
A global hospitality platform launched an animated campaign titled “Made Possible by Hosts” to highlight the diversity and impact of their hosts worldwide. The visual featured a series of colorful illustrations showcasing different hosts and their unique properties. It created a sense of community and human connection, aligning with Airbnb’s brand values. This campaign successfully emphasized the integral role hosts play in creating memorable guest experiences. Also, this site doesn’t stand still and is constantly evolving. For example, they plan to use the services of the ETH to the USDT site and introduce automatic recalculation of the exchange rate.
Spotify’s “Wrapped” Campaign
A music streaming service introduced its annual “Wrapped” campaign using animations. It provides users with personalized statistics about their music listening habits throughout the year. The animated graphics, coupled with witty and personalized messages, created a highly shareable and engaging experience for Spotify’s subscribers. This campaign not only encouraged user interaction but also generated a considerable amount of user-generated content on social media platforms.
Animated product visuals are a dynamic and efficient tool in the marketer’s toolkit. By understanding their impact and leveraging best practices companies can harness the full potential of animations to attract and retain their audience, differentiate their brand, and drive success in the highly competitive landscape of digital marketing.
Dmytro Sokhach is an entrepreneur and the 6-Figure Flipper Club member. Founded Admix Global (web agency) that builds websites, makes them profitable, and sells them as business.